Parade

The Underwear Brand That Speaks Fluent Gen-Z

Parade was founded in 2019 by Cami Tellez, a 22-year-old Columbia University student who looked at the underwear market and saw a generational disconnect. Legacy brands were talking about push-up bras and angel wings to a generation that valued sustainability, inclusivity, and self-expression. Tellez raised venture capital funding before graduation and launched Parade with a digital-first strategy, bold branding, and a product line built on recycled materials. The brand reached over 100 million dollars in revenue within its first few years, proving that Gen-Z's values translated directly into purchasing power.

What Makes Parade Different

Parade is a brand engineered for the social media era without being shallow about it. The branding is immediately recognizable — saturated candy colors, playful typography, inclusive casting that feels natural rather than performative — but the substance beneath the style is genuine. Their fabrics are made from recycled materials: Re:Play uses recycled nylon, Universal uses recycled cotton, and their newest fabrications continue to push toward circular material sourcing. The sizing runs from XS to 3XL across every style without segregating larger sizes into a separate collection or charging more for them.

Key Product Lines

Re:Play is the hero fabric — a recycled nylon with a buttery, second-skin feel that comes in underwear styles from thongs to boyshorts in an ever-rotating palette of colors. Universal uses recycled cotton for a more traditional underwear feel. Silky Mesh brings a more elevated, sheer aesthetic. Sport offers moisture-wicking performance underwear. Each style launches in limited-edition colorways that create urgency and collectibility — Parade treats underwear colors the way streetwear brands treat sneaker drops.

Who Parade Is Best For

Parade is for consumers — primarily but not exclusively 18 to 35 — who want their underwear to reflect their values without sacrificing style or fun. If you care about sustainability but find most eco-brands aesthetically dull, Parade bridges that gap. If you are plus-size and tired of being offered the same three boring colors while straight sizes get the full rainbow, Parade treats every body equally. The brand is also ideal for anyone who simply wants well-made, comfortable underwear in colors and prints that bring genuine joy to the mundane act of getting dressed.

Price Range

Underwear from $9 to $14 per pair, with bundles and subscriptions offering additional savings. Bralettes from $22 to $34. This aggressive pricing is a strategic choice — Parade wants to be an everyday purchase, not a considered one. The combination of low price, recycled materials, and inclusive sizing makes it one of the most accessible sustainable brands in any category.